Breakdowns and replacements in one advert
Someone with no heating on a January morning wants a call-out. A household saving for a new boiler wants a quote and proof. One advert cannot answer both, so the form fills with mismatched requests.
Home Services and Trades · City · Birmingham and the West Midlands
Boiler, plumbing and emergency trade marketing in Birmingham and Solihull
The first hard frost fills a Birmingham boiler engineer's diary with breakdowns, and the advert that fills it should not be the one selling a planned replacement.
Gas Safe heating engineers, plumbers and emergency trade firms across Birmingham, Solihull and the Black Country lose time on the road and money on calls they cannot reach. HeyLead builds the search ads, pages and call tracking that send you work from towns your vans can reach, splits urgent breakdowns from planned boiler replacements, and reports booked jobs in pounds with VAT at 20 per cent shown.
- check_circle Gas Safe registration shown on pages where gas work is offered
- check_circle Breakdowns and planned replacements sold through separate pages
- check_circle Areas set by drive time from your base, town by town
What we do
What we run for Birmingham boiler and plumbing firms
Search, ads and pages built around the type of job and the town, so an urgent call-out never shares a campaign with a planned replacement.
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SEO
Pages and listings that appear when people nearby search Google for what you do.
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Google Ads
Paid search ads that reach people searching right now, reported against the calls and bookings they produce.
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Meta Ads
Facebook and Instagram ads for offers that need reach, including ads shown again to people who visited your site.
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Web and landing pages
Pages built to turn a visit into a call, form or booking.
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insights
Analytics
Call and form tracking, so you can see which ad or search produced each lead.
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CRM integration
Optional link to your customer system, so signed work flows back into your reports.
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Who we work with
Typical clients in Birmingham
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Gas Safe registered boiler engineers covering Birmingham postcodes and Solihull who want service and replacement bookings.
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Plumbers handling leaks, bathrooms and blocked drains in the Black Country towns of Dudley, Walsall and Wolverhampton.
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Emergency callout businesses that staff nights and weekends and need ads paused when nobody is on shift.
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Landlord-focused heating and plumbing firms handling annual gas safety checks and repairs across rented homes.
The local picture
Home services and trades marketing in Birmingham: what to know
Your market
What is different about Birmingham
Housing around Birmingham is a patchwork: Victorian terraces and 1930s semis in the Black Country, flat conversions in the Jewellery Quarter, ex-council stock and newer estates around Solihull.
Older homes bring boiler swaps, leaking radiators and pipework surprises, while landlords need annual gas safety checks on rented properties. Gas Safe registration is what customers look for on any gas work, so it should sit clearly on the page wherever gas work is offered.
Winter cold snaps create spikes of breakdowns, while planned replacements and bathroom jobs are booked more evenly through the year. Between Solihull, Dudley and Walsall the M6, M5 and M42 decide who can reach a job before dark, which is why service areas need firm limits.
Google.co.uk carries most of the searching.
Your customers
How customers find you
Emergency searches read like boiler not working Solihull or burst pipe Walsall, and whoever picks up first usually gets the job. Planned searches, such as boiler replacement quote Dudley or bathroom plumber Harborne, are compared across several tabs and take days to turn into a booking.
We run the two separately. Emergency ads only show in hours when someone is on shift, and planned work goes to pages with a quote form and proof of registration. A good lead names a town you cover and a job you do.
Country-wide terms, cheap DIY queries and price hunters who never book stay out of the account. Reports show booked jobs by town, in pounds.
Our approach
How HeyLead runs it for you
We begin with a drive-time map from where your vans start, because the M6 and M5 make some areas sensible and others a wasted hour. Google Ads then runs emergency and planned campaigns apart, adds call buttons with tracked numbers, and pauses outside staffed hours.
SEO builds service and town pages for places like Solihull, Dudley and Walsall, and keeps your Google Business Profile (the listing that shows on the map) set to the right categories. Meta ads remind past customers about servicing before winter.
Each planned job gets a landing page with photos of your own work, your Gas Safe details where relevant and a quote form.
You see booked jobs and cost per booked job (what you pay for each job that gets booked), not just a count of calls.
About the area
city flats, suburban houses, and Black Country stock
Licences you show on your page
Agent redress schemes; Gas Safe
Common mistakes
Common home services and trades marketing mistakes in Birmingham
A radius that spans the whole conurbation
A van based in Wolverhampton pays for clicks from south Solihull, then loses an hour on the M6 to reach them. Set areas by drive time and leave the outliers to firms based there.
Paying directories for shared leads
Trade directories sell your contact details to several firms at once. Pages that name the town, show Gas Safe where relevant and use photos of your own jobs let you win on trust, not on the lowest quote.
How it works
How a Birmingham trade campaign is built
- 01
Draw the van map
We mark the Birmingham, Solihull and Black Country postcodes your engineers can reach within your promised response time. Everything else stays out of the ads.
- 02
Split urgent and planned work
Breakdowns, servicing and replacements each get an offer, an advert and a page, so the wording matches what the customer needs right now.
- 03
Show your registration
Your Gas Safe details go on any page offering gas work, next to photos of your own jobs and reviews you own. We publish only what you can back up.
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Count booked jobs
Each month's report shows booked jobs and the cost of each, by town and by job type, in pounds with VAT noted.
Searches
What people search for
These are the searches your pages and ads are built around, and what each person is trying to do.
| They search | What they want |
|---|---|
| Birmingham boiler repair | Urgent or planned heating search, often on a phone |
| Birmingham plumber | Same-day or booked plumbing work in the city |
| Dudley boiler service | Planned annual service search from a Black Country household |
| Walsall emergency plumber | Urgent search where the first firm to answer usually wins |
| Solihull boiler replacement | Planned spend, compared across several quotes and Gas Safe details |
Niches
Niches that match Birmingham
Google Maps
Birmingham and the West Midlands on the map
Live Google Map. Tap a place to zoom in.
Testimonials from HeyLead clients
From other HeyLead clients
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Our company 1800 CLEANER has worked with Martin for over two years now and we can attest he is one of the best. His technical knowledge in the SEO and online marketing space is second to none. But more importantly he cares. He listens and truly empathises with the client. The feeling of support that ensues is truly otherworldly. We have no hesitation in recommending him.
Michael Sweet
CEO, 1800 CLEANER
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We'd worked with HeyLead before and knew what they were capable of - so when performance with another agency didn't meet expectations, coming back was an easy decision. The difference was immediate. They rebuilt our entire Google Ads account from scratch, fixed our tracking so we finally had accurate data, and gave us the confidence to scale our spend. What impressed us most was how well they understood our franchise expansion goals - they didn't just manage campaigns, they built a system that supports every new location we open. The leads are consistent, the quality is there, and the relationship is one we genuinely trust.
Robert Niroshan
CEO, Clean Australia Service
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to enquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓FAQs
Questions about home services and trades in Birmingham
Short answers on coverage, registration, offers and timing.
Which parts of Birmingham can a campaign cover? expand_more
Wherever your engineers can reach within your promised response time, such as Birmingham city, Solihull, Dudley, Walsall or Wolverhampton. We leave the rest out of the ad settings. If you add a van or a base, we widen the area.
What must a Birmingham trade page show? expand_more
The job, the town, photos of your own work and Gas Safe registration where gas work is offered. It also needs a phone number and a short form that reach a real person. We do not make up prices or reviews.
Should Gas Safe be on every page? expand_more
Only where gas work is offered, such as boilers and gas appliances. A page for a bathroom refit or a blocked drain may not need it. We match the claim to the work.
What does HeyLead run for trades? expand_more
Google Ads, SEO, Meta ads and landing pages as one service, with call and form tracking. A link to your CRM (the system where you keep customer records) is added only when your booking process needs it.
How long before calls start coming in? expand_more
Google Ads can bring calls within days once pages and tracking are live. SEO builds over months and carries no ranking guarantee. We report the two separately so you can see which is paying.
What should we have ready before we start? expand_more
Your Gas Safe details, the postcodes your vans cover, your working hours and how many jobs a week you can take. We also need access to your Google Business Profile and any ads account you already use. A few photos of recent jobs help a great deal.
Is there a HeyLead depot or desk in Birmingham? expand_more
No. HeyLead is an online team, so there is no depot or desk to visit. We work with you by phone, video or WhatsApp, and customers see the areas you serve.